What Can We Learn From The Love Between ADI And Nike Two Giants?

All the time,

and

They are a pair of dead rivals.

In the past few years, ADI has been trying to destroy Nike's invincible competitor, lawsuits, and take advantage of endorsement superstars.

No need.

In the same way, Nike is constantly pressing down on ADI in various aspects, so that it can not develop very well. Therefore, the two enterprises have made very deep connections.

After all these years of pressing each other, they have become giants in the industry. They are enduring. Do they really want to fight for the vitality of a brand?

Competition history or success history?

2001~2005 evenly matched:

During this period, the two major sportswear giants were evenly matched.

ADI, a world-class designer, Yamamoto Teruji, who was originally wanted to work with Nike, acted as his creative director. During this period, he greatly enhanced the popularity and popularity of ADI in the world. Not only that, ADI also signed the David Yamamoto Beckham's lifelong endorsement right at a price of 160 million US dollars.

In contrast, Nike also made several major acquisitions during this period - buying Hurley, CONVERSE Starter, and estimated total purchase price of 450 million US dollars.

2006~2010 Nike is developing rapidly:

This stage is the period of the Nike fire.

From the financial point of view, total revenue reached US $19 billion, and its brand value also soared to US $63 billion 450 million.

At that time, Mark Parker (Nike CEO and CEO) said, "we have achieved strong growth in an excellent quarter and accelerated the growth of the whole business.

When we focus on our two core values - innovation and inspiration, Nike is the best.

From the point of view of financial income, addi, as an adversary, is at a low point. He has been dumped by several streets by Nike, even the parking lights are not seen.

2011~2015 Addie faces the enemy.

Since 2010, Nike has been on the rise in both sales and popularity.

Even in 2012, stock split led to a brief decline in Nike's market value.

However, this did not prevent Nike from hitting the current peak.

At present, Nike is four times the size of Adidas.

ADI's efforts are also keeping silent. Facing the rising of the strong enemy, he will not shrink back. He has chosen to face the enemy positively, actively develop new products and increase sponsorship for American athletes, which shows his determination to regain his hegemony.

At present, Adidas is the third largest footwear brand in the United States after UA. It still takes a long way to beat Nike.

The present situation is that no matter which age group, consumers of any class, the choice of sportswear and sneakers is preferred by Nike.

Poor wear Nike, rich wear ADI

"Poor wearing Nike, rich wearing ADI" is the most intuitive summary of ADI and Nike on the Internet, which means that ADI is better than Nike.

Why?

Xiaobian's interpretation on the Internet is like this:

1, Nike is a company in the United States, ADI is a German company, historically, ADI's history is longer than Nike, no matter in the product design, the use of advanced technology is better than Nike.

2, the quality of Nike is slightly inferior to ADI. In order to expand sales volume and let more consumers choose Nike products, the company prefers to adopt a way of reducing sales to stimulate consumers.

But ADI did not cut prices on its products, so Nike, who could not afford it, would choose Nike.

However, although this statement has its merits, it is more of an arbitrary creation.

Because both ADI and Nike have their own advantages and disadvantages. They can not deny or exaggerate a brand by relying on this one-sided statement. This is extremely unfair to either side.

Learn and manage from the competition between ADI and Nike

1, pay attention to brand effect.

Both ADI and Nike all have a long view of development, and they all attach great importance to brand effect. Two.

The most important factor for consumers to buy Nike and Adi shoes is brand.

Compared with other sports brands in the market, most consumers will still spend money when the price is very high.

2, cost control is in place.

The cost includes production cost and marketing cost.

In the most fundamental way, both ADI and Nike belong to the light asset enterprises, although both are involved in traditional manufacturing.

ADI is very good at cost control.

With its latest NMD, a pair of shoes has launched 21 different colors.

Under the same style, only by changing the way of color matching to increase the multiple choice of products, the cost of research and development has been greatly saved.

This way can kill two birds with one stone, saving the cost of research and development, and creating high topics for products and improving the exposure rate of products.

{page_break}

3. The psychology of consumers is very accurate.

No matter what enterprise, the analysis of consumer psychology is compulsory.

Whether it is Nike's Kobe series or Adidas's NMD, the hot selling of the two is related to the psychological control of consumers in the marketing process.

A pair of shoes of one thousand yuan or so is being fired to more than three thousand yuan, which is worth the credit of the consumers.

In fact, for Chinese consumers, hunger marketing is a very good sales tool, such as apple, millet, has been able to illustrate the problem.

For many consumers, even if they can not buy or feel ugly, they are still happy to compete with each other because of the "worry about missing" consumption mentality.

This psychology has a noun in marketing, called "missed fear", that is, follow suit.

Another aspect comes from the "star effect".

Before the launch of new products, Adidas usually produces special items for stars, detonating the market through star effect, spreading from niche groups to market popularization.

Edison Chan, Eason Chan, Andy Lau, Wu Yifan, Li Chen, and white lilies all passed through a pair of shoes when they hit the shoes in the domestic entertainment circle.

Topic is the magic weapon of the fashion industry. Enterprises should make good use of the star effect and the public's psychology to create continuous topics, which will arouse consumers' attention and improve the exposure of products.

Nowadays, Nike has become the leader of the sports apparel industry. He should concentrate on guarding his position and consolidate his position in order to seek better development.

ADI, then need to pay attention to the trend of the opponent, strong brand image, cultivate loyal consumers, and catch up with Nike step by step.

As for the future of these two old rivals, let's wait and see.